Rustic L.E.S. Branding

After a successful run with a Mediterranean-Moroccan food truck, Bistro Truck, Elsa Leon and Yassir Raouli wanted to open their first brick and mortar restaurant. They found a small space in the bustling Lower East Side of NYC to open their farm-to-table spot dubbed “Rustic L.E.S.”

The decor of the space was indeed rustic with a homemade feel – all fitting to the style of food being served, homestyle Moroccan dishes. They wanted their branding for the space to still be connected to the truck, but to also stand on its own for the restaurant.

The rooster illustration comes from their Bistro Truck logo, with small refinements made to the color and line weights. The addition of the pitchfork and woodcut typeface brings in the farm-to-table aspect of the restaurant.

For the print collateral and website, the rustic, homemade look was expanded with a hand-drawn look. The illustrations, elements, and type are a mix of styles but work well together and still feel refined and sophisticated. The colors are simple and muted, and work well with the woodsy, dark decor of the space.